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How To Organize A Successful Music Concert In Nigeria
Organizing music concerts is not for the faint-hearted but you
can do it with right plan. Before you do anything, think about
why you’re putting the event on and what do you want to get out
of it? Maybe you’re looking to help build the reputation of the
band or artist, perhaps you’re looking make money from this,
build your own reputation or maybe as a fundraiser.
Try to find talent that fits well with your event concept and
objectives. Make sure that their audience significantly overlaps
with your target audience for the event. For instance, the last
thing you want is a band with a primarily teenage audience
playing to a room full of seniors.
Keep in mind that if you hire out-of-town talent, you’ll likely
need to pay for their travel expenses. This could put you over
budget unless you’re careful. By choosing local talent, you may
be able to save some money as well as create a connection with
the local community.
Create a comfortable environment.
Keep your talent comfortable and help them prepare by creating
or outfitting a backstage area. This can be any semi-private or
private area in your venue, but it should have easy access to
the stage as well as restroom facilities. You can create a
comfortable experience backstage by providing water, soft
drinks, snacks, and other small necessities for your musical
talent. Ask them in advance whether they will need somewhere to
change, warm-up, or rest between performance periods.
Your audience’s comfort will depend on access to restroom
facilities, refreshments, and appropriate seating. If your venue
is outdoors, make sure there’s enough shelter in the case of
inclement weather, or have a backup plan for when a storm rolls
in.
Promotional materials: As regards ticket printing, this is what
Shows.NG takes off your neck. If you sell your tickets on
Shows.NG, people can buy your tickets and download it on their
phone with unique barcode and reference number.
You can always validate attendees’ ticket by scanning them with
a phone camera at the point of entry.
Identify Your Target
Audience: One of the single most important things that you can
do to ensure the success of your music concert or gig is to
identify who your target audience is through the creation of a
target audience profile.
Book Your Artists: There are several ways that you can approach
booking artists or bands for your music concert or gig. Having
contacts can be key, but reaching out to artists or their
representatives will require good communication skills. If the
concert is a local event, it may be as simple as reaching out to
artistes through their appropriate social media channel. If the
artiste has a slightly higher profile this route may still work
but it is likely you will need to speak to their management or
booking agent.
You will want to negotiate a fee with the band. This is highly
dependent on the bands current profile and standing. Be prepared
to negotiate and to haggle and don’t be surprised if the band
fee is higher than you expected. Bigger artistes can charge lots
of money to perform, so you should do some research to
understand those artistes available in your price category.
Find A Venue: When you
set your initial budget, you will have an idea for the number of
people you expect to attend your event, and this should be the
first thing you look at in any potential venue. Search the local
area for venues with the required capacity and then check that
the venues have the capabilities to host live music concerts or
gig.
Here are some examples of the criteria you need to check with
any venue to see if it is suitable to host live music
What is the venue capacity?, Is there a stage or raised platform
big enough to accommodate the bands you want to book?
Are there changing rooms or dressing rooms with direct access to
the stage? Most bands usually require these.
Is there sufficient electrical power for a sound system or PA?
Does that the venue have its own PA set up for live music? This
is typically two banks of speakers either side of the stage in a
stereo format.
What other technical equipment does the venue have to mix live
band?
Is there stage
lighting?, Is there a bar if required?, Does the venue have the
correct licences for hosting live music?
Planning Your Budget
One of the most critical aspects of event planning is budgeting.
A well-planned budget accounts for everything from venue rental,
artists’ fees, security, marketing, and more. It’s important to
research and estimate costs accurately to avoid unpleasant
surprises down the line. Remember, your budget should reflect
your event goals and objectives.
Considering Sponsorship Opportunities
Sponsorships can significantly supplement your event budget
while providing promotional benefits for the sponsoring parties.
Approach potential sponsors who align with your festival’s
vision and audience demographic. Be prepared to offer them
meaningful incentives, like brand visibility, exclusive access
rights, or opportunities for engagement with the attendees.
Set A Date: Once you’ve set the budget and found your venue then
you will need to set a date. You should allow for at least four
to six weeks to market and promote the music concert or gig. Any
less than this and you risk the event being unsuccessful.
Ideally you should book the date in many months in advance to
allow for enough marketing and promotion.It is likely that
artistes and venues also book months in advance, so you’ll need
to be on top of your game in this aspect.
Organize Tickets To Go On Sale: You will want to put tickets on
sale as soon as possible. Before you do, consider what your
ticketing strategy as this may encourage some early sales, which
can be particularly useful when cash flow is tight. One
technique to get early ticket sales is to offer an early bird
ticket price. This is a lower ticket price which is set either
for a limited time or for a limited number of tickets. You could
decide to offer a free number of tickets in exchange for users
sharing your event on their own social media. This will help
with the reach of your event especially if you are just getting
started. The time and date of the concert should be clearly
marked on the ticket, along with relevant seating information
and a clear return/refund policy.
You may want to have different pricing levels for different
target audiences such as Under-18s, students or other
concessions.
Promote the Event: One of the key reasons for considering your
target audience before considering any type of marketing is that
now you know which channels are likely to have the most effect
in selling tickets for your music concert or gig. You should
allow for at least four to six weeks for promoting any event. In
the case of music concerts or gigs and with long booking lead
times you may be spending several months marketing the event. To
start, you should consider the target audience profile or
profiles that you have drawn up.
The concert photos and video will also help to build your own
social media profile as people will be keen to like and share
them after the event.
Consider the attendees for your event and what concept and style
will be most appealing and memorable to them. If you can, speak
to a few members of your target audience to double-check that
the concept you’ve come up with is as exciting and engaging as
you want it to be.
Don’t forget to make a plan for everyone’s safety, too. You
should have adequate security, medical assistance, and event
assistants for the size of your audience and for your venue.
Ensuring a Smooth Event Day
Get our Practical Training Guide on How to Organize a concert in Nigeria. We are just the right plug for you if you are looking for ways to revamp your events. We are more than willing to help you scale up your Concert. It addresses business planning, operations, marketing, organizational structure, and finance and outlines how to effectively manage them.
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